Marketing without advertising
Subtitle: brand preference and consumer choice in Cuba
By: Emilio Morales and Joseph L. Scarpaci
Contributors: Scarpaci, Joseph L.
Series: Routledge advances in management and business studies -- 50; Routledge advances in management and business studies -- 50.
Publisher: Routledge
Published: 2012
Place of publication: New York
Language: eng
Number of pages: 229
ISBN-13: 9780415896986
Subjects: Brand choice; Marketing; Consumers' preferences
Notes: Includes bibliographical references and index.
Table of contents: title: Advertising without marketing : brand preference and consumer choice in; title: Cuba; title: A history of Cuban retailing, 1902-2011; title: Cuban consumers and brand awareness; title: Iconic brand potential among leading Cuban products; title: Franchising as a brand-globalizing process : the case of casa de Los Habanos; title: Brand development without mass communication media; title: Remittances & brands : survival & consumption in the new millennium; title: Conclusions.